In this article, you'll learn about best practices for managing e-commerce subscribers.
Understand E-Commerce Customers and Permission
Transactional recipients are e-commerce customers who provide their email address through your connected store, but haven't opted-in to receive marketing content from you. MailChimp saves these addresses in a separate, transactional portion of your list.
Transactional recipients are only eligible to receive transactional email, like Abandoned Cart workflows, and can't be sent marketing campaigns. For this reason, we’ll only count transactional recipients toward your monthly bill if you’ve sent to them in the last 30 days. For Pay As You Go users, campaigns sent to transactional recipients will cost one credit.
Send Targeted Content
Your e-commerce subscribers have had specific interactions with your company that tell you something about their interests. Use the information you have about them to create segments and send targeted content that they'll want to receive.
Purchase activity is a great place to start. Send more information about the product they purchased, or market similar products they might be interested in. For example, if a customer purchased a set of tools from you, you might send them an email featuring your best tool boxes.
Use Your Permission Reminder
Even though your e-commerce subscribers didn't sign up on your list signup form, you should let them know why they're receiving content from you. Use your permission reminder to remind them of their positive experience with your company.
Make It Easy to Subscribe
As you build an email relationship with your customers, they may choose to receive more content from you. Make it easy for them to sign up for your general marketing list by including a link to your signup form in every email.